Download - increase closing ratios
Peter ‘web doc” Martin
President
Cactus Sky Communications, Inc.
941-756-1932
954-205-7716 cell
Increase your Internet Dept.Increase your Internet Dept.Closing Ratio by 5%Closing Ratio by 5%
in 90 days.in 90 days.
Who Should Handle the LeadsWho Should Handle the Leads
In our experience we recommend that the inbound leads be handled by a dedicated BDC.
The Reverse TO
Once the prospect has arrived at the dealership they should be directed to the manager who will introduce himself and then TO to a sales person
We have seen and increase in closing ratios as high as 60% when a manager is involved in the sales process.
The reverse TO, instead of waiting till the deal is unwinding to bring him in, start the process with the manager.
Managers Must ParticipateManagers Must Participate
Step One: Turn off your Spam Filters
How to Respond to LeadsHow to Respond to Leads
Turn off your spam filters
Turn them off. A bad idea Impersonal
Auto RespondersAuto Responders
-------- Original Message --------Subject: Thank you for requesting Information from Volvo of Union
To Whom It May Concern:
Thank you for requesting Information from Volvo Union. Yourrequest has been forwarded to the appropriate personnel, and you shouldreceive a reply to your request within four (4) hours of receiving thisconfirmation email during regular business hours (Mon - Thurs 9am- 9pm,Friday & Saturday 9am - 6pm). If you do not receive a reply please do
If you respond in the first 5 minutes versus 30 minutes you have 100 times greater likelihood of reaching the prospect.
Respond QuicklyRespond Quickly
You should call first◦There is a good chance they are still online
Next send them an email◦Make it personal
Call vs. eMailCall vs. eMail
When a lead comes in you should call that lead right away and start the conversation.
You need to look at this as a race because your competition may also have bought this lead.
Call Right AwayCall Right Away
After you have called After you have called Target your leads with relevant Emailyour leads with relevant Email
Sample eMail TemplateSample eMail Template
Dear Mark:Dear Mark:
WeWe’’d love the opportunity to make d love the opportunity to make you a lifetime customer at Conley. you a lifetime customer at Conley. Attached you will find a link to our Attached you will find a link to our service department where you can service department where you can sign up for a FREE oil change!sign up for a FREE oil change!
Please take a moment to visit us.Please take a moment to visit us.
If your message is promotional or informative, but not one you would typically send via post on letterhead, we recommend designing it in HTML.
HTML offers greater control over formatting, layout, color, fonts, graphics and branding.
A visually pleasing design can affect your reader’s ability to process and enjoy the information.
HTML design also opens up a wealth of possibilities and interactive functionality within each eMail.
Allows you to track engagement.
Benefits of HTMLBenefits of HTML
30% of people are checking their email on mobile devices.
It is important that your emails are mobile friendly.
Mobile EnabledMobile Enabled
On the 3rd day after a lead comes into the system have an automated email go out from the Dealer or General Manager
This email should be thanking them for the their interest in the dealership and offering them personal assistance.
Day 3 eMailDay 3 eMail
Go to your website and submit a request for a quote.
Experience what your prospects do.
Review the email response time.
Do a self auditDo a self audit
eMail is a ProcesseMail is a Process
Attention
Recall
Acceptance
Comprehension
Action
Builds Awareness Builds Intentions Builds Sales
ROI
STOP Spamming them with Loud Sales offers. Develop a conversation.
Build a RelationshipBuild a Relationship
RelevancyRelevancy
Relevant eMails equal:• Better opens, reads, clicks & conversion rates
• Increased retention
• Increased ROI
• Enhanced deliverability
• Easier to spot deliverability issues
• Lower spam complaints
Avoid overaggressive language and spammy-looking content such as◦Very large fonts◦Using all caps◦Big red letters and excessive “!!!”◦Anything that looks unprofessional and could
be confused with a true spam eMail
Avoid Spammy ContentAvoid Spammy Content
SpecificSpecificcontent e-Mails content e-Mails
based on based on consumer consumer ProfilesProfilesNew New
YearYear’’s s Special:Special:Free Free DetailDetail
ValentineValentine’’s :s :LeasingLeasingOfferOffer
1414
11
2323
A Sales CycleOffering
Sales eMail on a Preset ScheduleSales eMail on a Preset Schedule
We recommend twice a month.◦Beginning of the month for service◦Middle of the month for sales
DonDon’’t over eMailt over eMail
How many leads are in your CRM?How many leads are in your CRM?
The Average Dealership has over 10,000 Leads in the Internet Department CRM Tool.
• Lead providersLead providers
• ManufacturerManufacturer’’s Sites Site
• Your own website Your own website
Where do these leads come from:
eMail ProcesseMail Process
Promotecoupons
Lead Generation on your website
Sales & Service Combined eMailsSales & Service Combined eMails
Online Service CouponsOnline Service Coupons
One of the benefits of email marketing is that it will increase traffic to your website
Generate more exclusive leads. No 3rd party lead vendor costs.
Increase web trafficIncrease web traffic
Best case, it is delivered into the inbox.
What happens when you hit send?What happens when you hit send?
ISPs and corporate SPAM filters all handle suspected spam messages differently:
◦ Block it and return to sender with a message explaining the block
◦ Block it and delete it without returning or notifying the sender (called black-holing)
◦ Route to the junk folder, often adding [SPAM] or similar notice to the subject line (MOST COMMON)
◦ Return it to you with a request to remove the subscriber if he or she clicked the spam button via a feedback loop
Worst CaseWorst Case
AuthenticationVerifies sender’s identity
Accreditation Third-party verification of sender’s good habits
CertificationTokenized proof of sender’s good reputation
Reputation
is the key to
deliverability.
America Online, for example, currently recommends keeping spam complaints below 10 per 1,000 messages.
Minimize spam complaints Minimize spam complaints
Managing ComplaintsManaging Complaints
Complaints are the #1 factor for deliverability
• You need to set up and manage Feedback loops
• Complaints are forwarded to sender’s abuse address for processing
• Remove/suppress complaining addresses immediately
• Analyze complaints for patterns
• Frequency issue?
• Relevancy issue?
Complaints are the #1 cause of ISP blacklisting. Someone can complain or register your eMail as
spam with the click of a mouse button. When enough people do the same thing with
your eMail, you will be blacklisted.
Spam ComplaintsSpam Complaints
BEST PRACTICES
Spend time on your subject line – first impressions mean the world to your recipient.
Personalize the subject line. Import the recipients first name into the subject line when possible.
Example subject line: Peter we have some specials for you.
Subject LinesSubject Lines
Building Personal Relationships Requires:• Two-wayTwo-way business/customer interaction business/customer interaction• TimeTime and and contentcontent relevant communications relevant communications
Keep your dealership Top of MindKeep your dealership Top of Mind
Email Marketing should be:• Automated Automated • Professional CreativeProfessional Creative• Contains relevant, timely contentContains relevant, timely content• Drives traffic to websiteDrives traffic to website• Tracks the response rates and clicksTracks the response rates and clicks
eMaileMail•Service/Sales MessageService/Sales Message•PersonalizedPersonalized•Links to Sales/ServiceLinks to Sales/Service
Click here
Sample eMail CampaignSample eMail Campaign
Most internet leads have NEVER been prospected for service.
Huge opportunity for service
Actual Service Results
In the first 2 months marketing to Internet leads-10000 Leads in the CRM-175 repair orders-Summary of first 3 on list
- $385 RO existing customer who had not been in dealership in past year
- $1400 RO New Customer- $400 RO New Customer
eMail is a Relationship building tool that will:• Convert service customers to New car buyersConvert service customers to New car buyers• Convert finance Turn Downs into service customersConvert finance Turn Downs into service customers• Keep local prospects engaged with your dealershipKeep local prospects engaged with your dealership• Satisfied Service Customers eventually BUY Cars.Satisfied Service Customers eventually BUY Cars.
Consumers are holding onto cars longer Consumers are holding onto cars longer
LOST SALES:LOST SALES:Use the Service Use the Service Department to obtain Department to obtain New customers, even New customers, even though they did not though they did not purchase their vehicle purchase their vehicle from your dealership.from your dealership.
Click here
Dear Mark:Dear Mark:
WeWe’’d love the opportunity to make d love the opportunity to make you a lifetime customer at Conley. you a lifetime customer at Conley. Attached you will find a link to our Attached you will find a link to our service department where you can service department where you can sign up for a FREE oil change!sign up for a FREE oil change!
Please take a moment to visit us.Please take a moment to visit us.
Engage with ServiceEngage with Service
E-mailE-mailCoupons areCoupons are
Cost-effective andCost-effective and
Track ableTrack able
Monthly Coupons sent AutomaticallyMonthly Coupons sent Automatically
OilOilChangeChange
RadiatorRadiatorFlushFlush
Tire RotationTire Rotation
55
33
1616
A Service Cycle Offering
$9.95$9.95OilOil
ChangeChange
RadiatoRadiatorr
FlushFlush
Free Free TireTire
RotatioRotationn
Follow up with people (leads) that have engaged with your emails
Take the “clickers” and give them to your sales team or BDC to make follow up calls. If a person received an email and clicked to view your inventory they are a LEAD.
Best day and time for follow up calls
Best day to call back prospects is Wednesday and ThursdayBest time to call is between 4 and 6 PM
If you remember that 33% of your online leads purchase after 90 days and put a follow up plan into effect designed to build a relationship, you will see a dramatic increase in your internet closing ratio in 90 days.
For more information contact:
Peter “web doc” Martin941.756.1932 office954.205.7716 [email protected]